What is a landing page

What is a landing page, and how to create the perfect one?

Table Of Content show

What is a landing page?

A landing page is a web page that your target customers see after clicking on an advertisement, email campaign, or some other type of online marketing. A landing page doesn’t contain navigation links to other pages and usually contains only the very basic HTML elements like text, images, forms, and buttons. You can create a landing page using any website building tool or even without using any tools at all.

Landing page explained

Why do you need a landing page?

There are several reasons to have a landing page. Maybe you want to advertise your products or services. Perhaps you need a place where people can download a file, or maybe you want an online place to collect email addresses from your visitors so that you can send them regular newsletters. In any case, when someone clicks on an advertisement or any other type of link, you want the visitor to go somewhere specific. That place is your landing page.

A well-designed landing page can increase visitors’ trust in your brand, give them access to your products and services faster than they would find on their own, and even help you sell more stuff online.

A well-designed landing page can increase visitors' trust in your brand, give them access to your products and services faster than they would find on their own. #landingpage Click To Tweet

The benefits of a good landing page.

Your landing page should be simple, focus on one action you want visitors to perform, and convert them into regular customers. Some of the benefits of a good landing page are:

1. Giving visitors what they’re looking for faster.

If your landing page has a clear objective, it will be easier for visitors to find who or what they are looking for faster than if they randomly clicked on links elsewhere on the site. This will make visitors happier and more likely to stay around.

2. Keeping visitors on your site longer.

Landing pages set up as a one-stop-shop can sometimes keep visitors on the landing page for much longer than they would spend if they were randomly clicking on links elsewhere on your website. This is usually because landing pages focus on one specific idea, while the rest of your site might have many more options for visitors to explore.

3. Getting a higher conversion rate.

The moment your visitors land on your landing page, they are in a buying mode. This is different from when they are randomly browsing through the rest of your site because their attention levels are higher on the landing page. Since they already know it will benefit them or help them further along in some way. So your conversion rate will be much higher than on a regular page.

4. Increasing customer loyalty.

Visitors who visit your landing page and get what they want from it make up one of your most loyal customer groups. They become even more loyal when they come back to buy other things from you because they already know you have a good product or service.

What should your landing page contain?

Creating a well-structured landing page is crucial to the success of any online marketing campaign. Here you’ll see the most important areas a landing page need:

✔️ A strong headline.

Your headline should be simple, concise, and have a clear purpose to it. This is the first thing that people will see on your landing page, so you want them to know exactly what your product or service does as soon as possible. In many cases, the way you title your page is what encourages people to read on.

✔️ A visual element.

This could be a short video, an image background, or just text you design with graphics software. To catch more attention than plain text ever could. Whatever you choose, make sure that it fits into the overall theme of your landing page.

✔️ A testimonial.

If you have a customer who was once on the fence about whether or not to purchase from you but decided to take the plunge after reading through some product reviews on your website, make sure they are represented somewhere on your landing page. It could be an image showing the customer your product, or even better, a social proof widget where visitors can click to hear how great the testimonial is.

✔️ A well-designed call to action.

There should be one clear call to action for each landing page that you create. This is what will tell your visitors exactly what to do next. The call to action could be in the form of a button, an image, or even just text. Whatever you choose, make sure it is in line with what your product or service does.

What not to include on landing pages?

There are also things that would only hurt your conversion rate. You should never include the following things on your landing page:

Only include links related to the purpose of the landing page, or at least allude to it somehow. If you add a link for something random and unrelated, visitors might get confused about what your product does and may even think you’re trying to trick them into clicking on it by adding a misleading headline.

This is even worse if the banner ad you add links to a different landing page on another website. If this happens, people will think that you’re purposely leading them to another site to get more product sales at your expense. Not only does this come off very sketchy, but it’s also not a very effective way to sell your wares. Landing pages are supposed to be simple and concise so people can get what they need quickly. If you add in banner ads from other companies, you’re going to confuse them because they won’t know if the ad is for something related to your product or service.

The point of a landing page is to present your company and products in the most effective way possible. Sitewide navigation bars only invite distractions because you don’t want visitors to get lost when they’re on your website. Otherwise, they might leave and look for the product elsewhere without even looking at your landing page.

❌ A background image for your main landing page.

Don’t add any background images to your primary landing page unless you’re trying to direct attention away from your product or service. Even then, though, be careful because you don’t want the background to be too distracting. Backgrounds can create a mood, but they can also be a massive turn-off if it doesn’t match your product and how you do business.

This is another thing that will take away from your product or service. Because the design pattern may be different from what your company is all about. If it doesn’t match, people will get confused and think that the website is untrustworthy.

❌ Oversized logo or header images.

Make sure that any logos or header images you include on your landing pages fit in with the rest of the design. Don’t just add in large images because you might think that they look cool. If it doesn’t fit, chances are people won’t be too happy with the overall design of your landing page, and then they’ll leave immediately.

❌ Forms that include a lot of questions.

People don’t want to fill out a form with tons of information before getting what they need, especially when it has nothing to do with the offered product or service. Since you want people to fill out the form to get their information so you can market more effectively, don’t make it too long. You also shouldn’t give away any unnecessary information like how many products of yours someone has purchased to other companies unless they have a special discount for doing so.

Step-by-step guide on how the create the perfect landing page.

Step 1: Brainstorm.

When creating the perfect landing page, think about what your product is and who it appeals to. If you sell shoes, then think about how people might respond when they see the images on your website. What kind of questions do they have when they land on a landing page? Are there any possible objections to the product that you need to address?

Step 2: Create a headline.

The headline sometimes called a “headline tag,” should be an attention-grabber that’ll grab people’s interest and get them to read more about your product. It should also answer any questions they might have when they land on your landing page. The primary purpose is to get people interested in the product, so don’t just use any old tagline or slogan that says nothing about your business and its products.

Put the potential customer into the headline. 

Using “you” puts readers in a more personal mindset – they’ll see themselves as the type of person who might purchase your product, and then they’ll be more interested in finding out what you have to offer.

Use a specific number to create a sense of urgency. 

Using things like “free delivery” or “15 percent off” will create an even greater sense of urgency, so people will want to buy now instead of putting it off until later.

Use statistics to back up your claims. 

If your product is effective, you can use statistics like “94 percent of people experiencing anxiety take this drug” to show how effective the product is at solving that problem. Just make sure that they’re true because otherwise, people won’t trust your information.

Use the word “you” instead of “I.” 

Using the word “you” helps people relate more to what you’re saying because they’ll feel like it’s directed at them, not that you’re just sending out a general message about your product. Ensure that the focus is on them and their needs and how your product or service can help them.

Step 3: Create a subheadline and subtitle.

The subheadline (sometimes called a “sub-headline”) should expand on what was said in the headline and link it back to the main idea of the headline, which is usually what’s being promoted on your landing page. For example, suppose your service is suitable for people who are starting their businesses. In that case, you can write a headline that says something like “How to start your own business in just three simple steps” and then have the subheadline say something along the lines of “Discover how to get started on your dream for an exciting new future.” (Of course, the subheadline would probably be much shorter than that.) The subtitle can then expand on what you cover in your subheadline, but it should still ultimately support everything else said in your headline.

– Use numbers and statistics to make your product sound more appealing.

People like things that sound good for them, so you can use general numbers like “15 percent off” or numbers that prove your product is effective. For example, you might say something like, “Discover how [insert number here] of people who suffer from anxiety also take this drug.” To show how many people will be helped by taking your product and then leave it up to the reader to imagine themselves in that place.

Use testimonials in your subtitle to show how other people have succeeded with the product. 

If you already have testimonials from customers who’ve used your product, then mention their names and use them in your subtitle so it’s clear why people should purchase your product. This will also help build trust between you and your potential customers because it’ll show that the product effectively solves the problem they’re having.

Step 4: Write a strong sales copy/sales letter.

Sales copy is a part of your landing page, and you should use it to convince people that they absolutely need your product. It needs to be very clearly laid out, easy to read with good formatting, and written in the tone of voice you’d like readers to think of when they hear “your business.”

Make sure all statistics and facts are cited and sourced. 

If you claim that your product is very effective, then make sure you back up everything with statistics and facts, so people don’t think it’s just a gimmick to get them to buy. If they can’t see proof of it online, then be ready to provide proof if asked because otherwise, the credibility of your product will be called into question.

Explain how the problem is solved by using your product. 

This helps people understand how effective it is and shows them the benefits of purchasing it, making them more likely to buy. Just make sure you do this without sounding too pushy or too promotional because then people will be turned off from your product.

Make the sales copy easy to read and understand. 

Use bold text, bullet points, numbered lists, and short sentences so people can quickly skim through it while still easily understanding everything you’re saying. Don’t go overboard with these kinds of formatting because it’ll just distract people and turn them off from what you’re trying to say.

Write about the product in a tone of voice appropriate for your business/company name.

You can write as formally or as informally as you’d like, but make sure it’s something that represents you accurately and not in an awkward way. If people read the sales copy for your product and don’t like the voice, you’re using. Then they won’t trust or want to do business with you.

Step 5: Add great-looking images that support your sales copy and headline.

Images and graphics play a huge role in your page’s conversion rate because they’re what sell people on your product more than anything else, especially if there’s any confusion about the product’s name or the brand itself.

Make sure that all of these images are relevant to your marketing strategy/product line! 

You don’t want to add pictures of your product when you’re only selling the trial version or vice versa because it won’t make sense, and people will think there’s something wrong with your page. Also, make sure they aren’t too generic and instead represent your company in a way that you’d like to be known.

Add a video you made yourself so people can hear your voice. 

This will help keep the tone of voice consistent throughout the rest of your page and show that you have confidence in what you’re selling, which is a crucial part of creating trust with potential customers. Just make sure it’s not too long, or it’ll bore most people.

Step 6: Add testimonials. 

Adding testimonials from people who have already purchased your product will help increase the credibility of your page and show that other people are seeing results.

·Make sure the testimonials you include come from real people/customers!

This is important because if they don’t, it’ll look like you’re just making up testimonials, which can hurt trust and credibility.

·Add a brief description of the person giving the testimonial, so people don’t think it’s fake.

This will help people to identify with the testimonial and feel like they can trust it more.

·Make sure you get testimonials from a variety of different kinds of people, not just one type!

If your product appeals to a wide range of people, you want to make sure that all kinds of consumers are given a chance to submit their testimonials to increase trust and credibility.

Step 7: Add the call-to-action button.

This is one of the most critical parts of your page because it’s what shows people exactly what your goal is and encourages them to go through with it if that’s what they want as well. You have to make sure that the call-to-action button is big and eye-catching but not overly obnoxious.

·Ask customers to subscribe to your newsletter, product updates, etc.

This will help you contact your customers and allow you more chances of making a sale if they don’t purchase right then and there.

·Offer a free trial version of your product to encourage people to purchase it.

This is incredibly important if you can’t give away your entire product for free because chances are, people won’t want to spend the money on it if they don’t know what they’re getting themselves into.

Step 8: Add a guarantee policy.

Adding a guarantee policy to your page is another way to build trust with customers and help them feel more secure about purchasing your product.

·Offer some money-back or satisfaction guarantee, even if it’s only for the first week!

This will make customers feel like they’re not wasting their time putting in the effort to try out your product and give them more peace of mind.  

Things to remember while making a page.

These are some essential things to keep in mind while you’re making your landing page so that they’ll help to increase trust and credibility with potential customers.

Don’t overdo it!

You don’t want to overwhelm people with random images, pop-ups, banners, videos, etc., because it’ll just confuse them and make them more likely to leave your page.

Don’t forget about trust symbols! 

Things like SSL certificates and customer testimonials are essential because they show that your site is trustworthy.   

Be consistent with the tone of voice throughout the entire page.

This will help people to understand what you’re going for and why they should trust it.

Don’t lie or mislead people.

This is a BIG one that you have to remember no matter what! People will quickly see through lies if you try to hide them, so just be honest from the beginning, and things will go a lot more smoothly for you! 

Top tools to create a beautiful landing page.

Here are some of the best tools I’ve found to make landing pages. I used most of these to create this very page!


Unbounce is one of my favorites because it’s got many options for creating landing pages with its drag-and-drop editor. They also have lots of different templates to choose from, so I never have to start entirely from scratch!


Wix is another excellent option for creating landing pages because it’s also got a drag-and-drop editor with loads of different features.


Leadpages has an excellent library of templates for landing pages, but they do cost a little money after the trial runs out.


Instapage is another good option that’s similar to Unbounce and LeadPages with its drag-and-drop editor and templates. 


As you can see this is the page builder we use for all our landing pages and sales funnels. Clickfunnels is a great tool that I use to create my landing pages because it’s got lots of different customization options, and it’s pretty inexpensive for the price. They also give you access to their landing page builder, which you can use on its own or in conjunction with Clickfunnels if you want!


I hope this article has been helpful to you! If you have any questions at all, feel free to leave me a comment below, and I’ll do my best to answer them.

Good luck with your landing pages! 🙂